This week kicks off Monterey Auto Week, the world-renowned annual event in Northern California complete with brand activations, auto shows and car auctions that attract seasoned car experts and fans from all corners of the globe. This year, as part of their four-year global partnership, Aston Martin and Waldorf Astoria will be coming together in Carmel-by-the-Sea to provide guests with a truly unique and immersive experience, celebrating best-in-class service and beauty in all things – from culinary delights to luxury automobiles.
To provide a sneak peak of what guests can expect from Aston Martin and Waldorf Astoria at the show, Dino Michael, Global Head of Waldorf Astoria Hotels & Resorts, and Marek Reichman, Vice President and Chief Creative Officer of Aston Martin Lagonda Ltd., answered the below questions about the activation as well as what is to come.
From Dino Michael:
1. Tell us about the partnership between Waldorf Astoria and Aston Martin. Why was this the right fit between brands?
We created a partnership grounded in a deep understanding of the modern traveler’s expectations with a focus on being experience-driven. This partnership has allowed us to create meaningful experiences for our customers with both brands drawing inspiration from their legacies while making a deliberate nod to modern aesthetics. Waldorf Astoria guests now have exclusive access to Aston Martin’s bespoke drive and stay packages in some of the most sought-after destinations in the portfolio.
2. Why is reaching the audience at Monterey Auto Week important for Waldorf Astoria Hotels & Resorts?
Our presence attracts likeminded leaders across both the travel and automotive worlds and provides the chance to engage with a customer base that values service, heritage and luxury and who are investing more in meaningful life experiences.
3. What are the key elements of True Waldorf Service that will come to life at the Monterey Auto Show?
Waldorf Astoria will create a contemporary VIP lounge at the Sunset Center for Aston Martin guests to enjoy Champagne and light bites inspired by the famed Peacock Alley. Lawn games complement the lounge’s lively atmosphere and an on-site spa experience will showcase Waldorf Astoria-inspired treatments. Waldorf Astoria will provide attendees’ dogs custom doggie bags, dog dishes and plush beds placed throughout the lounge for optimum service and comfort.
4. What other upcoming events will focus on Waldorf Astoria Hotels & Resorts and Aston Martin Lagonda partnership?
Upcoming activations include Waldorf Astoria Driving Experience weekends – the next of which will be at Waldorf Astoria Edinburgh from Sept. 20 and 21 – that present hotel guests with Aston Martin’s latest models to test drive along tailored routes. Separately, the Art of Living by Aston Martin program will offer four one-of-a-kind packages at properties worldwide, beginning with Waldorf Astoria Versailles Trianon Palace in late September. As the official hotel partner for Aston Martin Racing, Waldorf Astoria will provide guests with unique access to premium automotive events and other leading international auto shows.
From Marek Reichman:
1. Why was it important for Aston Martin Lagonda and Waldorf Astoria Hotels & Resorts to have a joint presence at Monterey Auto Week?
Working with Waldorf Astoria helped us deliver the first-class experience our customers have come to expect. The opportunity to the share best practices that come with working with these discerning customers means that across the two brands, we can establish a new zenith within the luxury industry, delivering the best products and best experiences possible. Waldorf Astoria has a global footprint in some of the most exotic, exciting and cosmopolitan locations around the world, and aligning with such a brand has meant that we have been able to extend our reach with new groups of customers.
2. Who are the key customers that attend the Monterey Auto Week? How do they benefit both brands?
The collection and appreciation of fine automobiles, like many other pursuits, attracts high net worth enthusiasts from around the world. Experience, craftsmanship and attention to detail are the defining factors determining value and the lifestyle these attendees pursue. Being present on the Monterey Peninsula this weekend allows us to directly engage with large volumes of our current and potential owners, in a casual environment where they can fully immerse themselves in this lifestyle.
3. How does this year’s Monterey Auto Week activation with Waldorf Astoria Hotels & Resorts differ from the Aston Martin Lagonda presence in years past?
Working with Waldorf Astoria elevated our presence on the Monterey Peninsula within the Aston Martin Club 1913. Together we have created a first-class space that’s unique to Aston Martin, specifically created for our customers. Waldorf Astoria’s creativity and expertise within the hospitality industry were instrumental in developing a space that is second to none.
4. What trends in luxury can Aston Martin Lagonda and Waldorf Astoria Hotels & Resorts lean into together?
Luxury is becoming more intangible, rather than being identified by conspicuous consumption. As the luxury space continues to evolve, a great user experience will be more important than rarity. Whether designing a car or a resort, companies will need to carefully prioritize their visceral strategy as much as their physical ones.
Tags: Waldorf Astoria, Aston Martin
